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Don't be evil is the informal corporate motto (or slogan) for Google, originally suggested by Google employees Paul Buchheit and Amit Patelat a meeting. Buchheit, the creator of Gmail,
said he "wanted something that, once you put it in there, would be hard
to take out," adding that the slogan was "also a bit of a jab at a lot
of the other companies, especially our competitors, who at the time, in
our opinion, were kind of exploiting the users to some extent." [...] While many companies have ethical codes
to govern their conduct, Google made "Don't Be Evil" a central pillar
of their identity, and part of their self-proclaimed core values.
In 2006, when Google declared their self-censorship move into China,
their "Don't be evil" motto was somewhat replaced with an "evil scale"
balancing systems allowing smaller evils for a greater good, as
explained by CEO Eric Schmidt at the time.